中文摘要：

品牌联想即记忆中与品牌结点联结的信息结点,它们构成品牌形象,是品牌资产的重要组成部分,具有网络结构性、聚类性、双向性、隐喻性、内隐性和多维性等特点。品牌联想是消费者购买决策和品牌忠诚的基础,因此企业需要建立独特、强烈、有利和深层次的品牌联想群以区别于竞争品牌。对品牌联想的测量包括识别联想内容及其网络结构。品牌联想概念的界定和维度模型的构建、测量方法的改进等都是将来仍需深入研究的问题。

英文摘要：

Brand associations are informational nodes linked to the brand node in consumers＇ memory and reflect a brand＇s image.Brand association is an important component of brand equity and characterized by network structure, cluster, dual-direction, metaphor, implicit and multi-dimensions.Brand associations represent the bases for purchase decisions and for brand loyalty.Companies need to build a set of favorable, strong and unique core brand associations for differentiating from the compete brand.Measuring brand associations include identifying competent of brand associations and associations network.Future research issues include definite description of brand associations, conceptualization of the dimensions of brand associations, and improving of measuring techniques and so on.